As with Wegmans, starting September 26, a 12-ounce package of Impossible Burger will retail for $8.99 at Fairway locations on 74th Street and 86th Street in Manhattan, and will be carried in the stores' meat aisles and plant-based food sections.
The new burger the "PLT" will have Beyond Meat's plant-based patty, as well as lettuce and tomato.
It will also be looking to answer whether it's primarily vegan and vegetarian customers, or people who consume meat as well who buy the burger, Charette said.
Beyond Meat and Impossible Foods are now appearing on fast food menus across the United States.
The burger will be marketed as the P.L.T., or plant, lettuce, and tomato, and sell for $6.49 (Canadian dollars).
It last introduced one - the McVeggie Deluxe - in June 2002.
The Impossible Burger debuted three years ago at Momofuku Nishi, a high-end restaurant in New York City owned by chef David Chang.
"It's a pretty tight group", said Michaela Charette, head of consumer insights for McDonald's Canada.
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In response, eateries and manufacturers increasingly offer vegetarian options.
The company's cooked burgers have been in restaurants since 2016, but it wasn't until July that the U.S. Food and Drug Administration gave the OK that let Impossible sell its red, uncooked "beef" in grocery stores.
On the manufacturing side, Maple Leaf Foods acquired two alternative protein makers, Lightlife Foods and Field Roast Grain Meat Co., in recent history.
The move to plant-based hasn't worked out for all, though. The company said it's still in "learning mode", so it will review the test's results before adding the Beyond Meat burger elsewhere. The decision was apparently made based on sales volumes.